So Good Soy Milk Recipes
TRIBE ran a content campaign for Sanitarium built on So Good soy milk recipes, returning 52 creator posts across 12 days from a brief open to any meal occasion.
Case in 60 seconds
Sanitarium needed to show that So Good soy milks work in easy, simple and delicious recipes, a claim that only lands when it is demonstrated in an actual dish rather than stated on a pack.
The campaign appears to turn on recipe content being made routinely at home, because the brief covers breakfast, lunch, dinner, dessert and snack, which suggests the brand wanted the product shown inside eating occasions people already have rather than in a staged demonstration.
Rather than briefing a single recipe, the campaign asked creators to make something they would make anyway using So Good soy milks, so the product arrived attached to a dish and a method rather than to a product shot.
TRIBE ran a content campaign in which creators submitted images or videos of a smoothie or dish made with So Good soy milks for any meal occasion; the delivered creative format was still images, and the page displays seventeen submissions.
TRIBE reports 52 creator posts over a campaign duration of 12 days, with time to 1st submission of 26 hours, and the page title states Sanitarium received an original branded image and recipe in 8 hours.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Partners
- TRIBE (lead_agency)
Participation mechanic
- Creators made a smoothie or dish for breakfast, lunch, dinner, dessert or snack using So Good soy milks and submitted the resulting content against the brief.
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| campaign duration | Campaign Duration 12 days | performance |
| creator posts | Creator Posts 52 | content_pieces |
| time to 1st submission | Time to 1st Submission 26 hours | performance |
| time to branded image and recipe | Sanitarium received an original branded image and recipe in 8 hours | performance |
Why TRIBE's strategy worked
- 1
A brief written around occasions rather than around one recipe appears to widen what creators can submit, because breakfast, lunch, dinner, dessert and snack each admit a different dish while all of them carry the same product.
- 2
Where a page prints both a headline turnaround of 8 hours and a campaign statistic of 26 hours to first submission, the two are measuring different events, so speed claims read as illustrative of the submission model rather than as one benchmark.
- 3
A campaign that returns 52 creator posts in 12 days on a still image format suggests recipe content is cheap for creators to produce, because the dish is the shoot and no separate production is required.